Nearly half of Gen Z and Millennial men on Pinterest say they’re loyal to the brands they love and take the time to research products online before making a purchase. This insight comes from Pinterest’s first-ever men’s trends report, which offers an in-depth look at how men – especially those from Gen Z – are using the platform.
Male users now represent more than one-third of Pinterest’s global audience, and the new data “paints a picture of a nuanced group of male users that largely rejects the toxicity you might find elsewhere online”, preferring to engage with content in positive and authentic ways.
According to a study by YouGov, over 75% of young men are worried about the impact of social media on their health, while 65% of men globally want to express their authentic selves online.
The Pinterest men’s trends report, reveals how Gen Z (ages 18-27) and Millennial men (ages 28-43) are “redefining masculinity through style, substance and self-care”.
Fashion remains the top use case for global Gen Z male monthly Pinterest users, with 46% saying they’ve used Pinterest for fashion inspiration in the last month.
One of the main trends that men are searching for on Pinterest currently is ‘older brother core’, embracing the 90s older brother approach to getting dressed described as “a nonchalant style that leans into borrowed nostalgia and channels a grunge adjacent wardrobe”.
Trending searches include:
- 120% increase in ‘goth guy outfits’.
- 115% increase in ‘grunge guy’.
- 135% increase in ‘grunge outfits male’.
- 135% increase in ‘jorts outfit’.
- 185% increase in ‘men’s alternative fashion’.
- 95% increase in ‘older brother core’.
- 175% increase in ‘older brother core outfit’.
- 50% increase in ‘vintage grunge’.
Men on Pinterest are also looking to accessorise, with searches for ‘men jewellery aesthetic’ up 35% and ‘necklace stack’ (+50%) trending.
Wellbeing is another priority, with a booming interest in Pilates creating another standout trend among men. Searches for ‘pilates outfit’ are up 125%, while ‘rock climbing aesthetic’ is another trend spiking – with searches up 95%.
Additionally, half of Gen Z and Millennial men on Pinterest care about their appearance, with self-care staples like hair health and skincare also trending. Searches for ‘healthy hair routine’ and ‘dry skin care routine’ are both up 45%.
Men are also boldly blending boundaries, with searches for ‘male makeup’ up 50% and ‘male nail art designs’ also seeing greater interest than ever before.